We know you heard about this corporate comms nightmare: Gawker, BuzzFeed, Forbes and pretty much every other blog ran stories about the fact that Office Max’s sales department sent a solicitation letter/coupon to a man whose daughter was killed in a crash last year with the recipient listed as “daughter killed in car crash.”
This incident was, of course, a mistake (though we have to wonder why anyone would think to enter that text into a contact database).
The real story here is how Office Max screwed up the damage control response by blaming it on “big data.”
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